New Tide Plus connects with customers at Big Bazaar in Kolkata

The campaign is an entire 360-degree one, including TV, print and in-store visibility.

For connecting with the customers at the store level, Tide Plus, one of the leading fabric care brands in India from P&G, recently rolled out an in-store promotion and introduced NEW TIDE PLUS with EXTRA POWER at Big Bazaar. Leading television actress Anita Hassanandani Reddy unveiled the superior Tide Plus with Extra Power in Kolkata at Big Bazaar at Sealdah Commercial Complex. She also kicked off Tide’s new campaign #TideGivesExtra.

Talking about the campaign, Sonali Dhawan, Marketing Director, P&G India and Fabric Care said, “For a mother, a key expression of her love and care is ensuring she gives her children the best possible, so they do their best in life. She is always striving to do a little more, wherever possible, for her family and kids. It is the same spirit that she brings even to her laundry, where she strives for the best possible clean – especially important garments like school uniforms. Tide brings this to life in an enjoyable campaign, where a mother benchmarks her son’s white uniform with other white benchmarks in a series of funny interactions with her kid. In true Tide style, the new TVC is a fun, quirky take on how white is your child’s uniform. Is it whiter than milk? Or the tube light? The message is simple, yet catchy – If Extra Power Tide, then Extra Power White. We are confident that this will resonate well with our consumers.”